Thugs from Amritsar is the debut album by Pataka Boys, a hip-hop collaboration between UK rappers PAV4N and Sonnyjim and Indian producer Kartik. The album is a sonic exploration of the Indian diasporic experience, fusing English, Punjabi, and Hindi rap with classic cinema samples. As designers, rappers and word-smiths, typography became our golden thread. Drawing inspiration from the streets of Amritsar, temple inscriptions, Mumbai’s signage, London’s pubs, and Delhi’s Gurudwaras, we crafted a visual language rich in cultural authenticity.

GHP Full Demi Gurmukhi was curated for its bold, decorative forms, with serifs inspired by the flora of the Punjab. A custom Gurmukhi logotype was created for the group’s identity, alongside Thugs Latin Display, designed for single releases, music videos, track listings, and packaging. Caslon Antique was used for its old-style imperfections and ink bleeds

The album’s themes—nostalgia, colonialism, displacement, dual identities, class disparities, and defiance against authority—guided the visual design. The packaging contrasts imagery to reflect these tension:

The front cover features a licensed photo from the Bollywood classic Don, starring Amitabh Bachchan in dual roles as a crime boss and village entertainer.

The back cover captures a car engulfed in flames during anti-capitalist protests in Toronto, evoking rebellion and unrest.

For the inner vinyl jacket, we curated vintage Punjabi newspapers, a nod to their cultural role in packaging goods and street food in India, providing an authentic layer of social commentary.

The gold disc design incorporates hand gestures denoting "Side A" and "Side B," inspired by markings on Indian coins, blending nostalgia with functional design.

The overall design celebrates the album’s essence while offering a tactile and thought-provoking experience for listeners and collectors alike. Honouring the nuances of cultural heritage and embracing the contradictions within our shared identity.